ZELLERS PRIMES BACK-TO-SCHOOL PUMP WITH CONTEST
By Adnews Staff
Toronto-based Zellers is looking to lure dreaming mothers with a new contest as the back-to-school shopping season gets underway. The Zellers Club Z Dreamstakes will award shoppers Club Z loyalty points with every purchase made. Customers receive a scan card bearing three barcodes. Depending on the amount of money spent, one of the three barcodes will be scanned, resulting in an instant win of anywhere from 300 to 10 million points. Each contestant is also entered in a random draw for the grand prize of 100 million points to take place on September 18. Club Z points can be redeemed for merchandise from the Club Z catalogue, including Volkswagen Beetles, Alaskan cruises, Honda motorcycles, Sony television sets and other items. More than 10 million scan cards will be distributed to Zellers stores and to customers in credit card statements. The contest is being promoted with a television campaign from Ogilvy & Mather which broke early this month and will run until the contest ends. In it, a contest winner tries to decide which of her three Beetles she will drive that day. Point of purchase materials will also be used to promote the contest. The Club Z Dreamstakes was developed by Zellers' internal promotions department. Zellers is a wholly owned division of Hudson's Bay Company.